How creative affects conversion rate in a Facebook ad
Dallas Theological Seminary
The DTS mission is, “to glorify God by equipping godly servant-leaders for the proclamation of His Word and the building up of the body of Christ worldwide.” They strive to help men and women fulfill the Great Commission and the Great Commandment, or more simply: Teach Truth. Love Well.
Experiment Summary
Ended On: 12/05/2018
DTS launched a new online course on the books of Jonah & Ruth. They tested two forms of creative for the Facebook ad- one that had contrasting colors and one that was more simple with brighter white letters. They wanted to see which ad performed better in terms of course conversions. Copy remained the same on both.
Research Question
Which of these two forms of ad creative influenced more people to convert on the landing page?
Design
Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 1.1% | ||
| T1: | Treatment #1 | 1.3% | 21.3% | 99.9% |
This experiment has a required sample size of 18,184 in order to be valid. Since the experiment had a total sample size of 143,715, and the level of confidence is above 95% the experiment results are valid.
Flux Metrics Affected
The Flux Metrics analyze the three primary metrics that affect revenue (traffic, conversion rate, and average gift). This experiment produced the following results:
0% increase in traffic
× 21.3% increase in conversion rate
× 0% increase in average gift
Key Learnings
The treatment version saw an increased conversion rate of 21% over the control. Besides the actual impact of the ad, the treatment version also had a greater congruency between the creative within the ad and the creative on the landing page. This is likely the reason that more people converted on the landing page after viewing the treatment ad, versus the control.